Australia’s largest operator Telstra invested an undisclosed amount in Singular, a San Francisco-based mobile analytics firm that analyses the traffic of many of the world’s most popular mobile apps.

Singular secured $15 million in a Series A funding round, with Telstra investing along with venture capital firms KDWC, Translink Capital and General Catalyst. Singular will use the funds to accelerate product development and support international expansion.

The investment was made through the operator’s Telstra Ventures.

Mark Sherman, MD of Telstra Ventures, said the rapid growth in the volume and diversity of smartphone apps means companies need ways to manage and analyse the success of their marketing efforts.

Singular’s marketing analytics platform claims to draw data from a range of digital sources to measure how people are using apps and engaging with marketing campaigns. This allows them to uncover key insights into what matters most to marketers around return on investment for their programmes, Sherman said.

Singular was founded by its current CEO Gadi Elishayov and several other executives, who previously worked for Israeli startup Onavo, a mobile analytics company acquired by Facebook last year.

Since it was set up in 2014, Singular has tracked and analysed more than $3 billion in digital marketing expenditure and counts companies like Twitter, Disney and Warner Bros among its customers.

In July Telstra acquired Readify, an Australian provider of app development and software-focused consulting and managed services.

Readify’s capabilities, which include enterprise cloud applications as well as big data and IoT offerings, will provide an additional platform for Telstra to drive digital transformation for its enterprise customers in domestic and global markets, the operator said in a statement.

Financial terms of that deal were also not disclosed.